Commerce wants to change the Black Friday for September and away date of Christmas

São Paulo to launch Black Friday Christmas and ensure that the data is not '' steal '' December sales, retail physical entities are articulating change the promotional event for September. The idea, however, is facing resistance from Commerce, who understands that the change would be extremely damaging to the sector.
The discussions, led by the Brazilian Association of Tenants of Shopping (Alshop), Brazilian Association of Shopping centres (Abrasce), and Brazilian Franchising Association (ABF), began about three months ago. Since then, three meetings were held to discuss the theme-with the presence of 45 businessmen-and must also occur in the coming months. By the proximity of the Black Friday this year, the intention is that the change only pass to pay from next year.
The main benefit of the modification, according to the institutional Director Alshop, Luis Augusto da Silva, is related to the greater distance with Christmas. "Who buys at a discount at the end of November is anticipating Christmas shopping. The result of this is that sales of December has a much smaller volume. " The impact was felt last year and in 2015, when, according to him, the Black Friday '' stole '' the Christmas sales.
The problem of this is that sales of the promotional date, celebrated worldwide on the last Friday of November, have a considerably smaller margin, since they are made with high discounts. The anticipation of Christmas shopping, therefore, generates a big impact on the profitability of retailers. "Do the Black Friday in November is burn banks at a time when it is not necessary, since the consumer would buy anyway. If burn is more interesting than it does in a month that the Brazilian would tend to consume, as September ", adds the Director of ABF, André Friedheim.
Another problem with the celebration take place in November, to the President of Chilli Beans, Caito Maia, is the date causes the consumer between in December with the '' head off '', hoping that the retailers will continue offering sales promotions. "The Black Friday destroyed the last two Christmases in Brazil", says.
Electronic trade
At least one of the participants of the meetings, however, does not share the vision of the three entities and Chilli Beans. The Brazilian Chamber of Commerce (camara-e.net), an organization whose affiliates represent about 90% of revenues from e-commerce, defends the maintenance of Black Friday in November. The change, in the view of the Association, could be extremely harmful to sales of the promotional date.
"It''s a worldwide event, and the change would definitely impact on the result," said the Director of communication of the camara-e.net, Gerson Rashidi. The perception is given by two factors: first because the date would be shifted from the rest of the world, losing the global marketing you do around the event; and second, because if you lose the economic factor of the thirteenth salary on hands. "There is no country in the world where the Black Friday occurs on a different day," he says. The vision is shared by the Rocket site, which stated, through the note, that the intention to change the date is exclusive physical retail.
In relation to the impact of the promotional date in the result of Christmas, Rashidi says that it is necessary to analyse how much of it you don''t give economic reasons. "Will the weak result of Christmas is not on account of the crisis?" asks. "And if you look at the big picture, Black Friday is very good, because even in a recession it is '' pumped '' in Brazil," he says.
The authority States that it is open to participate in the upcoming meetings, but that the issue was taken to the Council of the camara-e.net and the decision has been made. "Black Friday was brought by e-commerce and, independent of the physical retail change, let''s keep doing in November", he concludes.